When our team first connects with a client in the business-to-business (B2B) space, we know we’re going to need a different approach than for a consumer focused project. The good news is that designing and building B2B marketing websites has been core to our business since the beginning.

In this five-part series, we review the critical elements to keep in mind to drive your B2B website project to success.

Understanding the target audience and user journey through the long purchase decision helps develop a content strategy that supports user needs at every point of the funnel. At times, content needs to be concise and punchy, while at other times it needs to provide in-depth detail. For the B2B audience, it always needs to be authoritative.

B2B homepage content needs to quickly convey who the company is, its value proposition, establish credibility, and engage the user in next steps. This needs to be accomplished without slowing a scanner’s momentum. Deeper content needs to show the depth and breadth of products and services in straightforward terms.

Take time to understand the specific content needs of the audience. For example, CTOs or CIOs have vastly different content expectations than engineers or end-users, and most B2B sites need to accommodate both ends of the spectrum.

Key components of B2B content strategy include:

Messaging platform

Audience profiles, needs and objectives

Content audit and identifying what is working

New content plan based on messaging platform and audience

Content types

Content ownership

Content workflow and publishing process

Content governance planning

Content is often the biggest threat to a website project timeline and also has a profound impact on the B2B customer. Start immediately, and take the time to get the strategy — and execution — right.

* We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.